Contributed to the Dodo brand refresh and evolution over four years, helping establish a scalable design system that strengthened consistency across marketing, digital, web, packaging, and campaign assets. Alongside this, actively researched and adopted emerging AI tools to enhance creative workflows, accelerate ideation, and identify innovative approaches to content creation while maintaining brand integrity. Additionally, managed the coordination of design workflows and collaboration across the design team, improving efficiency, consistency, and knowledge sharing.

Collaborated with marketing teams, the wider design team, and external agencies to evolve the brand's distinctive visual identity and mascot, creating engaging and recognisable creative that resonated with audiences through personality and character. Applied AI-assisted exploration and concept development techniques to support creative problem-solving and generate new ideas across campaigns.

Applied the design system across large-scale integrated campaigns, delivering cohesive visual communication while ensuring the Dodo brand stood out in a fun and quirky way within a competitive market. Leveraged both traditional design expertise and AI-enabled efficiencies to improve creative delivery, support experimentation, and scale production across multiple channels.

This work contributed to increased brand awareness and recognition through the delivery of high-impact creative across digital, print, packaging, and marketing channels, reinforcing a strong, memorable, and trusted brand presence while fostering innovation, continuous improvement, and collaboration within the design process.